Managing a large marketing budget isn’t just about finding new ways to spend money – it’s about protecting, growing, and multiplying every pound that goes out the door. So if you handed me an 8-figure budget today, here’s exactly how I’d approach it to drive sustainable, scalable performance.
Step One: Find Out What’s Actually Driving Results Today
Before shifting a single pound/dollar/euro, I’d dig deep into the current performance data. And I’m not just talking about last-click attribution – that’s a narrow lens. I’d be looking at every touchpoint across the journey:
- First-click and multi-touch data
- Platform engagement metrics
- Post-purchase surveys
- CRM insights
You need to see the full picture. What are the channels that initiate demand? Which campaigns influence consideration? And what finally converts the customer?
Once I’ve mapped that against the broader consumer journey, I’d get a clear view of what’s genuinely moving the needle. That becomes the baseline. From there, I’d calculate how much of the current budget needs to stay put just to sustain existing growth. That’s my foundation – the cost of maintaining momentum.
Step Two: Run Incrementality Tests (In the Quiet Periods)
The next move? Figure out what’s truly incremental. I’d design a series of controlled experiments to isolate the impact of key campaigns and channels. But I’d do it during non-peak periods – not Q4 when noise is at its highest.
You’d be surprised how many brands over-invest in channels that are really just harvesting intent rather than generating it. Incrementality testing helps uncover where the net-new customers are really coming from – and where budget could be better deployed.
Once those insights are in, I’d adjust the media mix accordingly. Some channels may shrink. Others – the ones actually fuelling growth – would get scaled aggressively.
Step Three: Expand Into 3 to 5 New Channels (With Purpose)
With the core engine running smoothly and the incremental channels dialled in, I’d earmark budget for strategic expansion. But I wouldn’t just throw money at whatever’s trending.
I’d choose three to five channels with real potential to capture attention and generate demand. Think YouTube, Connected TV, podcasts, high-quality newsletter sponsorships. Not coupon sites or affiliate arbitrage plays.
Here’s the key: I’d treat each test like a full campaign launch. That means a clear hypothesis, a tailored media strategy, bespoke creative assets, and a commitment to optimising over time. No one-off banner ads slapped onto a new platform. If you’re going to test, do it properly.
Step Four: Build a Layered Measurement System to Track It All
When you’re working with this level of budget, you can’t afford to rely on surface-level reporting. I’d build a multi-layered measurement framework aligned to both short-term performance and long-term profitability. Here’s how I’d structure it:
- Daily – One-day click ROAS targets for digital, and ratios of paid vs organic/owned traffic. This gives visibility into pacing and channel efficiency.
- Monthly – Channel-level budget shifts based on actual contribution to revenue. What’s over-performing? What’s dragging?
- Quarterly – Incrementality studies and media mix modelling to gauge long-term impact. This is where strategy sharpens.
In short, I’d be measuring everything that matters – not just what’s easiest to track.
It’s Not About Spending More – It’s About Spending Smarter
At this level, it’s easy to get distracted by scale. But an 8-figure budget doesn’t give you permission to be lazy. It demands rigour.
The goal is not to spend the budget – it’s to invest it. Intelligently. Strategically. With a clear path to measurable returns. Because the brands that win in today’s landscape aren’t just outspending the competition – they’re outthinking them.
